TNT brand goes global with KSDP

Europe’s leading express distribution service TNT has repositioned itself to become a global company.

The new corporate identity is by South Africa-based KSDP Design Group (DW 11 July 1997).

TNT was bought by Royal Dutch Mail last year. The name TNT has been retained to present a unified face to the customer.

The consultancy created a new consolidated identity, using the existing name TNT for the holding company TNT Post Group as well as its operating companies TNT Express, TNT Traco, TNT Express Worldwide, PTT Post Pakket Service and others.

“Our single branding approach responds to our belief that customers want a single service provider,” says TNT Post Group chief executive Ad Scheepbouwer.

The new identity is described by KSDP chief executive Joe Kieser as an evolution of the old logotype. The original industrial-looking square formulated logo has been transformed “into three linked circles”, with the identity taking ownership of the colour orange, he adds.

The roll out will be concentrated in the UK, Benelux, Germany, Italy and Australia. The consultancy has applied the logo to packaging, vehicle livery, uniforms, collateral material and a fleet of aircraft.

KSDP’s Amsterdam office led the project. The group won the job against Sampson Tyrrell Enterprise, Wolff Olins, Landor Associates and Studio Dumbar in The Netherlands.

See News Analysis, page 8